360i’s Fresh, Tech-Driven Thinking Pushed Its Clients to New Heights in 2017

“Let me start out by saying that here, creative is an adjective,” says 360i chief marketing officer Abbey Klaassen when describing her agency’s approach to media in 2017. “It’s not a noun, like, ‘that’s the creative.’ We are all creative.” Before war rooms, viral tweets and voice specialties, when the phrase “social media” was still…

MullenLowe Mediahub Went From Underdog to Industry Heavyweight in 2017

Whether by choice or by fate, IPG’s MullenLowe Mediahub has long played second fiddle to larger, more recognizable networks. But the little agency that could has spent years building its capabilities in the hope of becoming a formidable industry player, and in 2017 those efforts finally paid off. The shop won an impressive 14 out…

How MediaCom Rebounded From Losing a $2 Billion Account to Score Its Best Year Ever

On a Friday in June 2016, MediaCom CEO Stephen Allan got the call no agency leader ever wants: The shop had unexpectedly lost the global business of Volkswagen, a client since 1996 that was one of its top three revenue generators with an annual marketing budget between $2 billion and $3 billion. “You feel completely…

The NBA Is Letting Its Stars Shine on and off the Court, Making the League’s Games Must-See TV

From LeBron James to Kevin Durant and Russell Westbrook to Stephen Curry, the level of play and talent that exists in today’s National Basketball Association makes the product as captivating as it’s ever been. The games are intense, exciting, fast-paced, and the on-court rivalries–between teams and even individual players–are fierce. The NBA is separating itself…

Netflix

It’s already won. You don’t play the game, YOU CREATE THE GAME! This is what established players don’t recognize, whether it be in content or distribution. If you want to win in the end you can’t do what everybody else does, you’ve got to risk, you’ve got to create something new that satiates the customer […]

Twitter: Pokemon Was the Most-Mentioned Game Globally in 2017

Twitter took a look back at the video game-related content on its platform in 2017. In a blog post, Rishi Chadha, head of gaming content partnerships at Twitter, said more than 218 million tweets about gaming were shared by users around the world last year. In terms of mentions, the most-mentioned video game globally in…

If You Thought Voice Was Easy, Wait Until Devices Make Predictions

Voice technology was everywhere at CES this year (toilets included), in large part because it’s an easy, natural interface. But it still requires input from consumers–which, at least in marketing terms, means friction remains. “There are few things more natural than simply asking for something and having that thing brought to you,” said Jason Snyder,…

Gucci’s ’60s-Inspired Student Protest Ad Misses the Point About Why We’re All Mad

It doesn’t take a lot for people to stop believing in their institutions. It doesn’t take much to dampen our sense of injustice and the motivation to force change. If too many messages conflict, too many injustices go unpunished and too much infighting is left to fester in our fresh-dug trenches, we can easily become…